Global advertising and public relations Flashcards
Integrated marketing communications
is an approach to the promotion element of the marketing mix that values coordination and integration of a company’s marketing communication strategy
marketing communication types (5)
sales promotion trade shows direct selling public relations personal selling
information source
an international marketing executive with a product message to communicate
encoding
converting the message from the source into effective symbolism for transmission to a receiver
a message channel
the sales force and/or advertising media that convey the encoded message to the intended receiver
decoding
the interpretation by the receiver of the symbolism transmitted from the info source
receiver
those who receive the message and are the target for the though transmitted
feedback
info about the effectiveness of the message that flow from the receiver back to the info source for evaluation
noise
uncontrollable and unpredictable influences that detract from the process and affect any or all of the other aspects
laisez-faire
each country follows its own course developing its own ads baced on what the local managers think would work best in that market
export advertising
the creative strategy is produced inhouse or by a centrally located ad agency and then “exported” without inputs from foreign markets
prototype standardization
Advertising infrastructure/ guidelines are given to local affiliates concerning the execution of the advertising
regional approach
every region produces its own campaign
concept cooperation
central headquarters develops the positioning them and brand identity but responsibility for execution is up to the local markets
T’/F There is always complete information about coverage
false
T/F There are no laws governing comparative advertising in any country
false
trade show
a gathering of company representatives organized around a product, a group of products, or an industry at which company personnel can meet with perspective customers and gather competitor intelligence
public relations
the organizational function that manages the firm’s communications to achieve a variety of objectives, including building and maintaining a positive image, and handling or heading off unfavorable stories or events and ma
publicity
communiciation about a company or product for which the company does not pay
corporate advertising
advertising that is not designed to directly stimulate demand for a specific product but rather the org/company
ex:pizza hut baloons
image advertising
type of corporate advertising that informs the public about a major event, such as a change, merger, etc.
advocacy advertising
a form of corporate advertising in which a company presents its point of view on a particular issue
T/F A company adopting an ethnocentric approach to worldwide public relation activities gives the host-country practitioner maximum leeway to incorporate local customs and practices into the PR effort
false
